Actalia Sensoriel supports Lustucru in validating the promise of its instant rice: “The best rice in 2 minutes.

Have you seen the new Lustucru Taureau Ailé TV commercial?

The iconic brand is promoting its range of rice in doypack packaging on your TV screens with a bold promise: “the best rice in 2 minutes.” This daring claim is based on scientific and sensory validation carried out by our teams at Actalia Sensoriel.

A consumer study to validate an ambitious product promise

At Actalia Sensoriel, we are proud to have contributed to this product promise by conducting the consumer study that validated this ambitious and engaging claim.

✅ In January 2025, 180 consumers took part in a quantitative study conducted in accordance with rigorous sensory claim validation protocols.

✅ The objective: to assess and confirm the perceived quality and superiority of Lustucru rice, ready in just 2 minutes.

✅ This in-depth work reflects the trust placed in us by the Lustucru group to ensure the robustness and reliability of its commitments.

This collaboration highlights the core of our mission: supporting brands in enhancing the sensory appeal of their products and securing their communication.

Thank you to Lustucru for their trust!

And you — have you seen the commercial?

👉 Discover the Lustucru Taureau Ailé commercial: official video